Healthy food options are definitely in vogue at the moment, but the cost can be prohibitive for some shoppers. Now Thrive Market, an online store launching Nov. 3, is trying to make quality brands available to a broader range of shoppers.
The new e-commerce market functions much like a digital version of a club retailer like Costco. Shoppers sign up for a $59.95-per-year membership and are able to have over 2,500 healthy foods and products delivered right to their door. Thrive offers popular brands like Weleda, Nature's Path, Earth's Best and Jason Naturals for 25- to 50-percent less than retail prices. The retailer also offers non-toxic cleaning products, personal products, beauty products, baby products and home goods.
The health goods market is already crowded, but Thrive is banking on convenience and its socially-conscious image to help set it apart from the pack. The site tags each product across more than 90 different categories for dietary and personal preferences, offers normal product sizes in addition to bulk, and even offers carbon-neutral shipping.
Thrive is also aiming to make healthier options available to families that may not be able to afford a membership fee to shop natural products. Its Thrive Gives initiative provides a free membership to a low-income family for every paid membership, providing those shoppers with similar or lower-priced options for healthy products.
Even with its heart in the right place, Thrive will be facing some stiff competition. Aldi and Target are just a couple of the major retailers who have recently launched their own lines of organic products. Meanwhile, Kroger's organic line recently crossed the $1 billion threshold for sales and Whole Foods continues to attempt to drive down prices in order to appeal to more shoppers.
-See this Thrive Market press release
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